The Tool Shop’s “Imagine all three at once” billboard is the advertising equivalent of trolling Facebook. And where there’s a troll there’s someone taking the bait. In this case Queensland Government Minister for Women, Karen Struthers.
Struthers says the wording of the ad is an explicit sexual reference that degrades women. Explicit? Hardly. Sexual? Maybe if you imagined all three women in the ad partaking in some sort of sexy home renovation. But what about all three power tools at once? Well I guess that’s Ms Struther’s business.
Meanwhile Melinda Tankard Reist says the Tool Shop is run by, you guessed it, tools. And it’s sexist. She’ll be commenting on the ad on Sunrise at 7:20AM tomorrow.
According to the Courier Mail, fewer than five people have so far complained to the Advertising Standards Bureau (ASB). In fact, a complaint to the ASB about a radio advertisement from the Tool Shop was recently dismissed. The gist of the ad or complaint I don’t know as a case report is unavailable.
For the time being the billboard stands tall on Beaudesert Road in Brisbane’s south.
As far as the Tool Shop is concerned their job here is done. For every 5 complaints there will be 25 admirers and perhaps 50 customers.
10 comments
Scott says:
Jul 21, 2011
I think it’s sexist. I think its sexist how people can assume that the ADULTS at whom the marketing campaign is directed at are incapable of viewing media with in the context it presented. I think its sexist that women bearing a delicate, slender or reasonable athletic physic can’t appear in a tool add with out someone making allegations that said media is degrading to women. Honesty its ridiculous.If you where to remake this add featuring male models I sincerely doubt we’d even be talking about it. Sorry Ms Struthers but you’ve really lost me on this on.
James says:
Jul 21, 2011
Lighten up people. This billboard bashing is starting to get boring. The FACTS are that LESS than 5 people have complained it. Therefore non issue. Politicians should start concentrating on more important issues rather than encouraging further regulation.
The AL 360 says:
Jul 22, 2011
I think they caved into pressure and removed the billboard.
bobjoblogs says:
Jul 22, 2011
“THE AL 360″ – perhaps if you knew the facts as opposed to the one sided information the media is portraying, you would take note that the exact same billboard is up only 500mtr further down the road.
The company clearly hasn’t caved into pressure, rather, the lease on the billboard site actually most likely expired.
And given I had driven past the site in question PRIOR to the news story even breaking, I’d advise you to check your facts as opposed to following the herd and posting false information.
European says:
Jul 28, 2011
Australians are crazy. Seeing danger and degrading in every ad there is.
Travis says:
Aug 11, 2011
I used to ride past this sign everyday when it was still up and not once have i thought it was sexist, the ad is aimed at trades people and three hot women will grab their attention more then a chain saw, jack hammer or impact drill. SEX SELL’S and i guarantee you if there was a billboard aimed at women featuring three men with a slogan that was suggestive it would not receive a single complaint.
Quichea says:
Oct 21, 2011
just came across this… Sure, billboard bashing is old news, but to say this is *not* an explicit sexual reference is almost amusing – of course it is!
Glen Turner says:
Nov 8, 2011
Of course it’s sexist. Replace the attractive women with a mix of average looking people. Does the joke still work? No.
As for “women bearing a delicate, slender or reasonable athletic” physique, well what are the odds of *three* randomly-chosen people being like those in the poster? I get 0.1% if 20% of women have that physique and age. So the overwhelming odds are that the models were an intentional choice by the advertiser.
I particularly liked “…the ADULTS at whom the marketing campaign is directed at are incapable of viewing media with in the context it presented”. Which is a hoot when you consider that it’s a huge billboard in a public space: you can’t change channels; there is no Off button. The “context” is one of adults and children going about their everyday business.
It’s perfectly reasonable to oppose both censorship and sexism. There’s no great speech lost when not exploiting women when advertising to sell things.
Simon says:
Dec 14, 2011
It’s only sexist if a male does it.
Seriously, how many ads are there where the man is made to look like a complete dumbarse while his wife/girlfriend is made to look like the smart one with her head screwed on. Nobody complains about those.
How many times are men stereotypically told to “Man up” when they’re going through a rough time? Nobody complains about that.
Yet every time a woman is put on a billboard or TV advert in a manner such as above, everyone suddenly screams OMG SEXISM!!!
Double standards much?
NZer says:
Dec 14, 2011
Glen Turner, your a douche bag